TGE Marketing: A 90-Day Content Plan Before Your Token Launch
TGE Marketing: A 90-Day Content Plan Before Your Token Launch
Written by
Hashcut Team
Key takeaways
Most TGE marketing starts too late. The story should be clear and repeated for at least 90 days before launch.
Split the runway into three phases: narrative (days 90 to 60), proof (60 to 30) and momentum (30 to 0).
Lead with what the network does, not with the token. Utility-first stories hold up after launch.
Plan post-launch content before launch day. The weeks after TGE decide whether holders stay.
Avoid price promises. They create legal risk and attract holders who leave first.
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A token generation event is the most visible moment in a project’s life. It is also the moment most teams discover their marketing is not ready. The narrative is fuzzy, the founder has barely posted, the community is mostly airdrop hunters, and the content plan is a launch-day tweet.
TGE marketing works when it is a 90-day build, not a one-day event. Here is the plan we use.
Before day 90: get the basics in place
A one-sentence description of what the project does and why it needs a token
A clear, public tokenomics summary in plain language
A website, docs and a hero explainer video that match that story
Legal review of what you can and cannot say about the token in your target markets
Days 90 to 60: Narrative
The goal is for your target audience to understand what you do, before they think about the token.
Publish your hero explainer and pin it everywhere. See crypto video marketing for what makes one work.
Start a weekly founder content rhythm: one recorded conversation, cut into clips. More in founder-led marketing in crypto.
Get your founder onto podcasts and panels in your sector.
Publish three to five evergreen blogs answering the questions your audience searches for.
Days 60 to 30: Proof
Now show that the product is real and people use it.
Product walkthroughs and testnet or beta milestones
User, operator or partner stories on video
Partnership announcements with a reason why the partner matters
Community campaigns that reward real contribution, not just follows and reposts
Coverage from credible media and research outlets in your sector
Days 30 to 0: Momentum
The final month concentrates attention.
Day 30: announce the TGE date and venues, with a short launch film.
Weekly AMAs with the founder on X Spaces, Telegram or YouTube Live.
Explainers on the token’s role: what it is used for, how distribution works, vesting schedules.
Countdown content featuring the team, the community and partners, not just a ticking clock.
Event presence if a major conference falls in the window. Launch-adjacent event content travels far. See our conference marketing guide.
Launch week
Founder video message on launch day
Live coverage across X and Telegram, with the team on hand to answer questions
Clear, repeated information on where to find official links, to protect users from scams
Thank-you content for the community and early supporters
The 30 days after TGE
This is the phase most teams forget, and the one that decides whether holders stay. Keep the founder rhythm going, publish a roadmap update, show what the token is now being used for, and share real network metrics. Silence after launch reads as abandonment.
What not to do
Talk price or returns. It creates legal exposure and attracts the least loyal holders.
Rely only on paid KOLs. Paid promotion without a clear story fades the day it stops.
Inflate the community with bots. Investors and exchanges check engagement quality.
Change the story weeks before launch. Consistency builds recognition.
Planning a TGE?
Hashcut builds pre- and post-TGE content for web3 projects: explainers, founder content, event coverage and distribution, all around one story. Book a call at least 90 days before your launch.
A token generation event is the most visible moment in a project’s life. It is also the moment most teams discover their marketing is not ready. The narrative is fuzzy, the founder has barely posted, the community is mostly airdrop hunters, and the content plan is a launch-day tweet.
TGE marketing works when it is a 90-day build, not a one-day event. Here is the plan we use.
Before day 90: get the basics in place
A one-sentence description of what the project does and why it needs a token
A clear, public tokenomics summary in plain language
A website, docs and a hero explainer video that match that story
Legal review of what you can and cannot say about the token in your target markets
Days 90 to 60: Narrative
The goal is for your target audience to understand what you do, before they think about the token.
Publish your hero explainer and pin it everywhere. See crypto video marketing for what makes one work.
Start a weekly founder content rhythm: one recorded conversation, cut into clips. More in founder-led marketing in crypto.
Get your founder onto podcasts and panels in your sector.
Publish three to five evergreen blogs answering the questions your audience searches for.
Days 60 to 30: Proof
Now show that the product is real and people use it.
Product walkthroughs and testnet or beta milestones
User, operator or partner stories on video
Partnership announcements with a reason why the partner matters
Community campaigns that reward real contribution, not just follows and reposts
Coverage from credible media and research outlets in your sector
Days 30 to 0: Momentum
The final month concentrates attention.
Day 30: announce the TGE date and venues, with a short launch film.
Weekly AMAs with the founder on X Spaces, Telegram or YouTube Live.
Explainers on the token’s role: what it is used for, how distribution works, vesting schedules.
Countdown content featuring the team, the community and partners, not just a ticking clock.
Event presence if a major conference falls in the window. Launch-adjacent event content travels far. See our conference marketing guide.
Launch week
Founder video message on launch day
Live coverage across X and Telegram, with the team on hand to answer questions
Clear, repeated information on where to find official links, to protect users from scams
Thank-you content for the community and early supporters
The 30 days after TGE
This is the phase most teams forget, and the one that decides whether holders stay. Keep the founder rhythm going, publish a roadmap update, show what the token is now being used for, and share real network metrics. Silence after launch reads as abandonment.
What not to do
Talk price or returns. It creates legal exposure and attracts the least loyal holders.
Rely only on paid KOLs. Paid promotion without a clear story fades the day it stops.
Inflate the community with bots. Investors and exchanges check engagement quality.
Change the story weeks before launch. Consistency builds recognition.
Planning a TGE?
Hashcut builds pre- and post-TGE content for web3 projects: explainers, founder content, event coverage and distribution, all around one story. Book a call at least 90 days before your launch.
The world should see what you’re building.
Event coverage, founder interviews and video podcasts for web3 brands.
